E-commerce on the one hand, stores on the other, today’s distribution (including cosmetics) has two major models that everything opposes. But is it really relevant for a brand to choose one of the two? A recent Budget Box survey conducted by Harris Interactive shows that the general public uses both channels equally.
The study was conducted in March 2022 among 1708 French people. Before getting to the heart of the matter, a little lexicon is in order. An “omnichannel” consumer is someone who makes purchases both in person and on the Internet (at least once a year). In fact, 52% of French people are omnichannel.
Physical distribution versus distribution
Each channel has its advantages.
On the store side, consumers appreciate seeing the products in person and having more choice. They also like the human touch.
E-commerce, on the other hand, offers time savings and a certain comfort in purchasing. Moreover, online shopping allows them to benefit from promotions, to respect social distance and to have their order delivered directly to their home.
Profile of the omni-consumer
As many men as women take advantage of the Internet and stores. 50% of them are parents, 35% are Millenials and 39% belong to the CSP+ class.
Overall, these people are hyper-connected and use the Internet to watch television (69%), listen to music (78%) and watch videos (84%).
“They are also very informed. They regularly consult Yuka (54%) and check customer reviews (66%).”
Habits
The computer is less and less used by omnichannel consumers. The smartphone …
